Fast facts
Coca-Cola Co. bills itself as the world's largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups. Coca-Cola owns or licenses more than 450 brands, including diet and light beverages,waters, enhanced waters, juices and juice drinks, teas and coffees, and energy and sports drinks. In its 10-K for year-end 2007, Coca-Cola said: "Of the approximately 53 billion beverage servings of all types consumed worldwide every day, beverages bearing trademarks owned by or licensed to us account for approximately 1.5 billion."

President-COO Muhtar Kent in December 2007 was named president-CEO effective July 1, 2008; Chairman-CEO E. Neville Isdell was to relinquish the CEO post but remain as chairman till April 2009.

Coca-Cola in July 2007 hired Joseph V. Tripodi as chief marketing and commercial officer. He took over marketing duties formerly handled by Mary Minnick, who left in February 2007 as exec VP-president of marketing, strategy and innovation. Minnick had been in the running for the company's president-COO post but was passed over in December 2006 when the company named Muhtar Kent to that post.

Tripodi joined Coca-Cola from Allstate Insurance Co., where he was senior VP-CMO. Before joining Allstate in November 2003, he was CMO at Bank of New York. He earlier served as CMO for Seagram Spirits & Wine Group (1999-2002) and exec VP-global marketing, products and services for MasterCard International (1989-1998).

Coca-Cola in June 2007 paid $4.1 billion for Energy Brands, also known as Glaceau, the marketer of "enhanced" water brands including Vitaminwater, Fruitwater and Smartwater.

The Ad Age DataCenter compiled the 100 Leading National Advertisers by starting with the 300 largest national advertisers based on measured U.S. media spending. Ad Age pared that to 100 after adding in estimated unmeasured spending.